Podcast
Questions and Answers
What is the primary purpose of a media kit?
What is the primary purpose of a media kit?
Which component of a media kit includes essential details like dates and locations?
Which component of a media kit includes essential details like dates and locations?
What is a unique advantage of digital media kits over traditional formats?
What is a unique advantage of digital media kits over traditional formats?
How do organizations typically customize their media kits?
How do organizations typically customize their media kits?
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Why might a journalist receive a USB flash drive from a company like HP at an event?
Why might a journalist receive a USB flash drive from a company like HP at an event?
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Which type of content is typically included in the multimedia section of a media kit?
Which type of content is typically included in the multimedia section of a media kit?
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Who might benefit from accessing digital media kits besides journalists?
Who might benefit from accessing digital media kits besides journalists?
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What is a key strategy for following up after sending a media kit to journalists?
What is a key strategy for following up after sending a media kit to journalists?
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What is an essential consideration when crafting messages that are intended to persuade an audience?
What is an essential consideration when crafting messages that are intended to persuade an audience?
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Which factor enhances the trustworthiness of communication strategies used by PR professionals?
Which factor enhances the trustworthiness of communication strategies used by PR professionals?
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When creating a target media list, what is a crucial step to ensure relevance?
When creating a target media list, what is a crucial step to ensure relevance?
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What is a key characteristic of mass media that enhances its importance?
What is a key characteristic of mass media that enhances its importance?
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What should be considered when using social media for pitches?
What should be considered when using social media for pitches?
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Which of the following methods is effective when following up with journalists?
Which of the following methods is effective when following up with journalists?
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How can appealing to self-interest enhance persuasive messaging?
How can appealing to self-interest enhance persuasive messaging?
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What does the effectiveness of public relations communication primarily hinge on?
What does the effectiveness of public relations communication primarily hinge on?
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What is the recommended maximum length for a headline in a news release?
What is the recommended maximum length for a headline in a news release?
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Which of the following is NOT a component of a pitch?
Which of the following is NOT a component of a pitch?
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What is considered a disadvantage of using Twitter for pitching?
What is considered a disadvantage of using Twitter for pitching?
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What should be the focus of the email subject line in a pitch?
What should be the focus of the email subject line in a pitch?
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Which element is essential to include in a pitch to make it more effective?
Which element is essential to include in a pitch to make it more effective?
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What is an effective follow-up strategy after sending an email pitch?
What is an effective follow-up strategy after sending an email pitch?
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What is a common mistake when creating a news release?
What is a common mistake when creating a news release?
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Which social media platform is noted for having a low acceptance rate for pitches?
Which social media platform is noted for having a low acceptance rate for pitches?
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What is a key element to include in a media advisory?
What is a key element to include in a media advisory?
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What is typically included in a media kit?
What is typically included in a media kit?
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The 'lead' in a news release serves what purpose?
The 'lead' in a news release serves what purpose?
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What should be avoided in the body paragraphs of a news release?
What should be avoided in the body paragraphs of a news release?
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For effective communication with journalists, a media contact information section should include:
For effective communication with journalists, a media contact information section should include:
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Which type of lead is more likely to capture the reader's interest?
Which type of lead is more likely to capture the reader's interest?
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Study Notes
Crisis Communication
- A crisis is a significant event negatively affecting an organization, industry, or country. It disrupts operations or threatens existence.
- Two types of crises exist:
- Reputational crises: Damage to reputation, but slight operational impact.
- Operational crises: Operations are affected, but reputation damage is minimal.
- Ethical organizations should prioritize stakeholder well-being.
- This involves both physical and psychological needs, addressing and adjusting information accordingly.
Response Strategies
- Situational Crisis Communication Theory (SCCT) guides response strategies.
- Denial strategies: Rejecting or placing blame.
- Attack the accuser
- Denial
- Scapegoat
- Diminish strategies: Minimize responsibility or harm.
- Excuse
- Justification
- Rebuild strategies: Acknowledge responsibility, rebuild trust.
- Apology
- Compensation
Public Opinion and Persuasion
- Public opinion is a collection of views held by individuals interested in a subject.
- Opinions are seldom unified, often influenced by those who have analyzed information and created their opinions. Often people are indifferent and unmotivated by issues not affecting them.
- Opinion leaders influence others; they are knowledgeable about specific issues.
- Types of opinion leaders:
- Formal opinion leaders: Spokespeople for organizations (e.g., political leaders)
- Informal opinion leaders: Role models with widespread influence on their peers (e.g., uncle informed about politics).
Agenda-Setting Theory
- Media content defines what people discuss.
- Media chooses which issues to highlight and how this affects conversations and opinions.
- Selection of stories and headlines influences public discussion.
Framing Theory
- How information is framed affects how people perceive an issue.
- News frames: how issues are presented. (positive, negative, or neutral)
- Focus on costs/benefits used to influence the public to take specified actions.
Persuasion Research
- Key concepts (Aristotle's):
- Ethos: Source credibility.
- Logos: Logical arguments (facts, statistics).
- Pathos: Emotional appeals (fear, guilt, humor, hope)
Mass Media
- Mass media are significant and important.
- Mass media reaches a vast audience cost-effectively, building trust and initiating symbiotic relationships with social media.
- Effective media kits include:
- Main news release (summary of key message)
- Fact sheet (details of event, product, etc.)
- Multimedia content (pictures, videos, infographics)
- Contact info
- Links to additional resources
- Collaborative efforts with writers, photographers, graphic designers
- Tips for creating impactful media kits:
- Focus on relevant outlets.
- Research journalists.
- Consider the audience and their interests.
- Ensure newsworthiness.
Corporate Public Relations
- PR helps build companies' trust, credibility, and reputation.
- Media relations involve communication with media outlets.
- Corporate social responsibility (CSR) is critical for reputation.
- Employee relations and investor relations are key for public confidence in the organization.
- Public relations are integral in marketing plans.
Nonprofit, Health, and Education
- Non-profits are tax-exempt entities with various purposes.
- Different types exist (advocacy groups, social services).
- Public support through donations and community outreach is essential.
- Solicitation methods include direct mail, email, crowdfunding, telephone.
Mobile and Social Media
- Social media and mobile platforms are beneficial for fundraisers and cause-related communications
- Effective social media and mobile strategies create broader reach, attract attention, and garner financial support for campaigns.
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Description
Explore the essential concepts of crisis communication, including the types of crises and appropriate response strategies as outlined by Situational Crisis Communication Theory (SCCT). Learn about the importance of stakeholder well-being and how organizations can effectively manage reputational and operational crises.
